PENGARUH REBRANDING LOGO DAN SLOGAN TERHADAP CITRA LEMBAGA PENYIARAN PUBLIK TELEVISI REPUBLIK INDONESIA MENURUT PENONTON DEWASA

CHANIN, DHARA AULIA (2020) PENGARUH REBRANDING LOGO DAN SLOGAN TERHADAP CITRA LEMBAGA PENYIARAN PUBLIK TELEVISI REPUBLIK INDONESIA MENURUT PENONTON DEWASA. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Public Broadcasting Institution – Television of the Republic of Indonesia is the first television station in Indonesia. LPP TVRI which was once the number one choice of Indonesian, is now considered old-school and unable to attract new audiences. To face the intense competition and to attract audience interest, LPP TVRI rebranded by changing its logo and slogan on March 29th, 2019. This research was conducted to determine the effect of logo and slogan rebranding either partially or simultaneously on LPP TVRI’s image. This study uses quantitative approach and causal research type. Survey method is used on 102 LPP TVRI audiences, located in Kota Tangerang in the adult age category. The results showed that there was an effect of logo and slogan rebranding on LPP TVRI's image of 71.9%. Logo rebranding and slogan rebranding also have a positive relation with LPP TVRI's image. This means that the image is affected due to changes of logo and slogan. A logo that consists shapes, colors and typography will give its own value in the minds of the public. The image can also be changed with a slogan that fits the audience segment. Keyword: Rebranding, Logo, Slogan, TVRI Image. Lembaga Penyiaran Publik Televisi Republik Indonesia merupakan stasiun televisi pertama yang ada di Indonesia. LPP TVRI yang dahulu menjadi pilihan nomor satu masyarakat Indonesia, kini dianggap jadul dan kurang bisa menggaet penonton baru. Untuk menghadapi persaingan yang sangat ketat dan menarik kembali minat audiens, LPP TVRI melakukan rebranding dengan merubah logo dan slogannya pada 29 Maret 2019. Penelitian ini dilakukan untuk mengetahui pengaruh rebranding logo dan slogan baik secara parsial atau secara simultan terhadap citra LPP TVRI. Penelitian menggunakan pendekatan kuantitatif dengan tipe penelitian kausal. Metode yang digunakan adalah metode survei pada 102 penonton LPP TVRI yang berdomisili di Kota Tangerang pada kategori umur dewasa. Hasil penelitian menunjukkan adanya pengaruh rebranding logo dan slogan terhadap citra LPP TVRI sebesar 71,9%. Rebranding logo dan rebranding slogan juga memiliki arah hubungan yang positif dengan citra LPP TVRI. Hal ini berarti citra dipengaruhi karena adanya perubahan logo dan slogan. Logo yang terdiri dari bentuk, warna dan tipografi akan memberikan nilai tersendiri di benak khalayak. Citra dapat diubah dengan slogan yang sesuai dengan segmen khalayaknya. Kata Kunci: Rebranding, Logo, Slogan, Citra TVRI.

Item Type: Thesis (S1-Sarjana)
Call Number: SK/42/20/018
NIM: 44216010032
Uncontrolled Keywords: Rebranding, Logo, Slogan, Citra TVRI.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Virda Syifa
Date Deposited: 09 Feb 2021 04:25
Last Modified: 09 Feb 2021 04:25
URI: http://repository.mercubuana.ac.id/id/eprint/55014

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